Screw It, Let’s Ride

You have to love Harley-Davidson’s marketing people. 

An edgy new Harley-Davidson ad campaign reflects on today’s difficult times, finishing with the tag line, “So screw it, let’s ride.”

The campaign, launched this week with a full-page ad in USA Today, also reminds people that the Milwaukee-based motorcycle maker and the nation in general have endured plenty of pain - and not just lately.

“Over the last 105 years in the saddle, we’ve seen wars, conflicts, depression, recession, resistance and revolutions,” the ad says. “We’ve watched a thousand hand-wringing pundits disappear in our rear-view mirror. But every time, this country has come out stronger than before. Because chrome and asphalt put distance between you and whatever the world can throw at you.”

Harley’s sales have been sagging lately.  Will this new ad campaign work?

1. There are 2 reasons I don’t own a Harley. First and foremost, reliability. Many of my friends own them. Their bikes are down at least 2 or 3 times a year for one thing or another. Mine, once for the early spring maintenance and any extra things I might want done, and once towards fall for the mid-season oil change.

   Second, they cost too much.

   Posted by Billiam on May 03, 2008 at 1137 hrs




2. However, I do like the slogan, as it’s my motto. Screw it. Let’s ride! Rain? Got gear for it. Cold? Got gear for it. Let’s ride!

   Posted by Billiam on May 03, 2008 at 1138 hrs




3. First and foremost, reliability. Many of my friends own them. Their bikes are down at least 2 or 3 times a year for one thing or another. Mine, once for the early spring maintenance and any extra things I might want done, and once towards fall for the mid-season oil change.

   I agree. 

   I have owend 3 Honda’s over the past 10 years and they are bulletproof.  Oil changes, brake pads and tires… Thats it. ever.

   I’ve had a bad taste in my mouth about Harley ever since I moved to Milwaukee and started getting the arrogant condescending “harley attitude” from Harley owners who can’t seem to understand why someone might prefer a bike that is faster, lighter, exponentially lower maintenance, better handling, better performing, better gas mileage and only 11 grand vs. 16,000 or more.

   I’m not a label whore so there is no value in the harley name.

   But its amazing how otherwise self-respecting people turn into arrogant pricks when you drive past them on a sport bike.

   Oh well.

   Having said all that, THIS particular ad campaign I think is quite hard hitting…

   “Freedom and wind outlast hard times and the rumble of my engine outlasts all the spin on the evening news”

   Who can’t like that message.

   “We felt that we had a unique ability, and maybe even a responsibility,” to counter some of the dark mood out there, Richer said. “And we felt there was some value in saying something that many of our riders were thinking.”

   I think they nailed it with this ad campaign.

   Posted by on May 03, 2008 at 1347 hrs




4. I agree for the most part with both xxpilot and Billiam.

   I would say to xxpilot however I think most of the “arrogant pricks” are people who have never kicked their leg over anything.  For the most part I don’t hear the attitude from actual Harley riders.  It’s the posers that are the pricks about it.  I think the Harley riders understand why they ride what they do and they understand why you don’t and that’s fine.  It’s people who don’t have that little M on their DL that don’t understand any of it, but have the biggest opinions of what you should ride.  I’ve spent extra money on something just for a name before, but for me a motorcycle does not fall into that category.  On top of that for the Harley riders, I wasn’t there when you made your money so I sure not going to tell you how to spend it.  That’s just my take anyway.

   Posted by on May 03, 2008 at 1513 hrs




5. As far as the ad goes I LOVE IT!!! 

   I hope it’s huge for Harley and for America.  It’s just what we need right now.  I am sick of hearing how terrible everything is from people who are no worse off right now than 2, 5, 8 years ago.  If you were a loser 8 years ago and you are still a loser today, it’s not George Bush’s fault.  I’m not talking about someone who has had some bad luck and is down and out.  For someone like that I would have more sympathy for, but for crying out loud all I hear anymore is grown adults crying out loud.  To make it worse people who are well off are crying about how terrible things are right now.  If you are not being kicked out of your home; Stop complaining about the housing market.  If you are not in Iraq or have a relative in Iraq; Stop complaining about the war.

   I’m not saying don’t have an opinion.  I’m not even asking you to not share it with me.  Just stop bitching when you have got a damn good life.

   Wouldn’t it be great for America and Harley if people started reacting to all the down in the mouth (well off) crybabies with “screw it, let’s ride”

   Posted by on May 03, 2008 at 1517 hrs




6. I ain’t riding today.  45 degrees and rain no fun.  I do like the ad but the jury’s out on it’s success.

   Posted by on May 03, 2008 at 1605 hrs




7. I would say to xxpilot however I think most of the “arrogant pricks” are people who have never kicked their leg over anything.  For the most part I don’t hear the attitude from actual Harley riders.

   Well… There is actually some truth to what you said.  Its amazing the number of insults I get from people who don’t even own a motorcycle!!!

   Having said that, I could fill Owens bandwidth with stories about getting insulted by a-holes sitting on their Harleys around town.

   I think the Harley riders understand why they ride what they do and they understand why you don’t and that’s fine.

   And to be fair, there is a notable segment of the Harley crowd that “gets it”.  The long time riders who’ve been on 2 wheels forever and know what its all about and the RUB’s who don’t have confidence problems and could care less what some other guy rides. 

   But the newbie first-time Harley owners who emptied their pockets and bought a bike that costs 4 times what their car did because they were so desperate to have the “identity” of a Harley… Its amazing what pricks they can be.

   Posted by on May 03, 2008 at 2128 hrs




8. and to add:  I think that’s what I also really enjoy about this ad campaign… Unlike other ad campaigns by Harley which seem to play on the “label”, this one seems to hit to the core of what true bikes love.  The wind in your face and the freedom.  “Real” riders of any make or manufacturer will relate.

   Posted by on May 03, 2008 at 2131 hrs




9. Although it’s a nice ad campaign, I think Harley has fairly well doomed themselves. They’ve pushed into the “motorcycle fad”, and it’s turned a LOT of people off. When the yuppies move on to the next “thing”, you’re going to be seeing Harleys goin’ pretty cheap…

   And I have to agree with what’s been written above: the attitude some folks get over what you ride is hilarious. At the same time though, I’ve known some hardcore 1r;s that will defend whatever bike you ride, because the only important part is THAT you ride…

   Posted by Strings on May 03, 2008 at 2303 hrs




10. Cute ad, but it won’t sell more Harley’s. They have pretty much saturated the market. Those that want a Harley, more than likely already have one. Those that don’t, can’t afford one, or don’t like riding motorcycles.

    Also - given that their key demographic is now shrinking in size, I wouldn’t expect any huge increases in sales. They do need to continue to market to people who may someday buy a Harley to maintain future sales.

    Posted by on May 03, 2008 at 2338 hrs




11. Also - given that their key demographic is now shrinking in size, I wouldn’t expect any huge increases in sales.

    Spot on…

    The Xenophobia that fueled a large part of Harleys mystique is gone.  You’ve got guys with Harleys that have a Toyota truck and a Honda generator in the garage.  The “jap crap” montra doesn’t fit anymore.  Especially when those who “know” know that there is more domestic content on a Honda Goldwing than a Harley Sportster.  Yes, you heard right, a Honda Goldwing is more “american made” than a Harley Sportster.

    Foreign bikes (even the cruisers) are better built, better quality and better performing.  The fact that they don’t have the Harley badge on the side isn’t the detriment it use to be.

    Ironically the American mystique of a Harley Davidson is a better selling point in Japan than America.  Foreign sales are the only thing that will stabilize Harley over the next several years.

    American buyers want value, and the value isn’t in the badge anymore.  But hey.. there’s still a line of suckers ready to pay a hundred bucks for a brick at the Harley Davidson museum.

    What do you expect from a company that made more profit on licensing and t-shirt sales than on actual motorcycle production for many many years.

    Posted by on May 04, 2008 at 0018 hrs




12. Fat, aging, white people UNITE!!

    Posted by on May 04, 2008 at 1153 hrs




13. Ummm… Mr Pelican Pants? You might want to use that lil’ slogan amongst the Hell’s Lovers: they’re a predominantly black MC, that rides almost exclusively Harleys…

    Posted by Strings on May 04, 2008 at 1517 hrs




14. Oh sure, I know there are exceptions to the rule.  But we all know who the primary HD buyers are: fat, old, fried cheese eating, white guys. 

    Live to Ride; Ride to the nearest Burger King!

    Posted by on May 05, 2008 at 0903 hrs




15. Harley ripped this “new” catch phrase from DICE MAGAZINE, F*@k This, Lets Ride. Whats next HD, a small glossy magazine with old school bikes, skateboards, and punk rock???

    Posted by on May 08, 2008 at 1410 hrs




16. Just few days ago i say outside a custom bike store a new Harley being put on a truck for transportation. Owner who placed the order is pretty fancy i guess as the bike looked real souped up

    Posted by Discount Car Tires on May 30, 2008 at 1850 hrs




17. Reliability is the firstr factory thaat I never bought a a Harley, I like to ride more then to fix.

    Posted by fast cars on May 30, 2008 at 2254 hrs